Adidas-Consumer Goods

 

STEP ONE: MISSION: Mission statement core message that guides and influences your marketing strategy.

 

Why is this company in business and what is the purpose of their business?

What is the desired public perception of their business?

How does the company's mission statement clarify their strategy?

 

STEP TWO: SITUATION ANALYSIS 

 

Analyze the current marketing situation of the company: key changes in the strategic position i.e. external environment and internal environment (including changes in organizational resources, competences, capabilities, leadership, culture, and other internal aspects) of the case company selected for your research. 

 

Students are to use a variety of theoretical paradigms and models as well as company/market/sector data to analyze the major changes in the internal and external environments of the case study organization. A typical analysis is called a SWOT analysis: strengths, weaknesses, opportunities, and threats.  

 

You should also conduct a PEST analysis (Political, Economic, Social, Technological), This method provides a comprehensive analysis of external factors that could affect your company.

Your analysis will help you list the most critical problems and relevant opportunities, as well as show you how well your company can tackle projects. Once you have a clear picture of your business, you can identify potential markets and products.

 

STEP THREE: MARKETING STRATEGY PROPOSAL

 

Based on the above, you are required to develop a range of strategic options available to your case organization to ensure its success and sustainability into the future. Choose the most appropriate option and critically discuss a range of implementation issues associated with it. 

 

Define your target audience

• Identify the business need you will address, which will be driven by the corporate strategies and objectives
• Segment your total market, breaking down the market and identifying the subgroup you will target
• Profile your target customer, so that you understand how to provide unique value
• Research and validate your market opportunity

 

Identify your value proposition & Competitors Reaction

 

Now that you've identified opportunities through your analysis, you should prioritize and map out which ones you are going to pursue. These questions can help:

• How will customers respond to your marketing efforts?
• How much will the plan cost?
• How will your competitors respond?

 

STEP FOUR: DEVELOPING MARKETING MIX DECISIONS and SCA

At this stage of the strategic marketing process, it's time to focus on the "how" of planning. Your marketing mix is based on the 4Ps of marketing, including Product, Price, Promotion, and Place.  

You are required to develop a range of strategic options for the organization to ensure its long-term success. This needs to be specific and relevant to the organizational context studied. They need to be strategic and not operational. The development of each option needs to be supported by the theoretical materials studied during the module and the company/industry/market data. Also, you should define the SCA (sustainable competitive advantage) where the strategic competition of the company is based.